Discover the Power of Local Services Ads by Google

Antonella Saravia

Published on August 15, 2024

What Are Google LSAs?

Google Local Service Ads, or LSAs, are a form of pay-per-lead advertising designed for local businesses.

You can find these ads at the top of Google search results when someone searches for a local service.

Screenshot of a Google Local Service Ad

Whereas many businesses might seek out broad reach, these ads aim to offer local services. They help a business gain exposure, credibility, and customers.

For example, if someone searches for “salons near me,” they might see something like the image below appear in their browser. At a glance, a user learns the business name, rating, service hours, contact information, and location. Additionally, businesses can acquire a Google badge that guarantees quality standards.

Example of a Google search result for salons near me

How Do Google LSAs Work?

Google LSAs work differently from other types of online advertising because instead of paying for clicks or impressions, advertisers pay per lead.

A lead is also known as a conversion. A lead becomes a conversion when a user contacts the business through a Local Service Ad.

Google makes it easy for advertisers to set a budget and choose local geo-target areas and services. This type of ad is ideal for businesses who want to advertise for nearby online searches.

With this type of ad, you can control, pause, or resume your ads anytime.

What Can a Business Achieve With LSA Ads?

As great as LSAs are, every strategist must evaluate if a marketing strategy will help them meet an objective. Below,, we review what local businesses can expect to achieve with local service ads.

Increase Visibility

For one, a business increases its chances of reaching more people. LSAs are featured at the top of the Google search page, increasing visibility and the chance of clicks.

Connect With Actively Seeking Customers

Another point that is impossible to overlook is that these ads are featured to a user interested in a service, helping connect a business and a user in need.

Pay for Qualified Leads

Advertisers won’t have to pay if an ad doesn’t convert. It’s a cost-effective way to advertise a business online. This investment is strictly for customers who have contacted the company through the ad. The fact that they are actively searching increases the probability of them converting.

Quickly Establish Trust with Google Guarantee

The Google badge is a quick and easy way of assuring potential customers that a business is valid and reliable. In our experience, this makes customers more likely to choose a Google Guaranteed business than one that is not.

Maximizing the Benefits of Google LSAs

If your team already manages accounts that include Google LSAs, here are a few tips vetted by our strategists that will improve performance.

Utilize Customer Reviews

Long before the internet, many people relied on word of mouth to get new customers. Getting a recommendation reduces uncertainty about the nature and quality of a product or service.

Customers tend to seek guidance from others when they need clarification about a situation, reducing a perceived risk.

Businesses should encourage satisfied customers to leave reviews as it can easily improve their ranking in LSA results.

Watch Progress

At White Shark Media, we quickly remind our partners that digital marketing is not a set-and-forget dynamic. For success, strategists must monitor LSA performance and adjust their budget, service areas, and ad copy for effectiveness.

Take Advantage of Analytics

Advertisers should leverage the platform’s analytics to understand which services are most in demand. They can then evaluate whether they are willing to tailor their offers accordingly.